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How to Take Your Brand’s Ad Intelligence Into Your Own Hands

By Ken Roberts on Apr 19, 2018 11:00:00 AM

“The days of giving digital a pass is over. It’s time to grow up and it’s time for action.”

— Marc Pritchard, Chief Brand Officer at Procter & Gamble as reported by AdAge

The digital advertising industry has a transparency problem and one of the world’s biggest brands is calling for change.

In January 2017, P&G’s Chief Brand Officer, Marc Pritchard announced a 5-point program, essentially threatening to cut ties with all digital advertising agencies if they didn’t clean up their opaque practices. Pritchard’s plan called for agencies to address the issues of ad fraud, brand safety, and transparency.

Since his powerful speech at the Interactive Advertising Bureau's Annual Leadership Meeting, companies like L’Oreal, JPMorgan Chase, Audi, and McDonald’s have developed their own in-house advertising teams and placement algorithms.

But, those are major corporations. Smaller brands might not have the resources or time to completely restructure existing digital advertising strategies. Fortunately, there are ways you can take control of your brand’s ad intelligence for more transparency. Here’s how.

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5 Areas Where (Most) Digital Advertising Intelligence Solutions Drop the Ball

By Ken Roberts on Mar 16, 2018 11:00:00 AM

Can you guess how much Apple spends on the advertisements you see before you watch a YouTube video on your phone? An average of $2.7 million a month in 2017. Do you know how we know this? Because our ad intelligence platform tracks ad spend on mobile video devices for not just Apple, but thousands of other brands. And Pathmatics also tracks spending for desktop video, desktop display, mobile display, and Facebook.

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Looking For An Ad Intelligence Tool? Follow These Tips To Cut Through The Clutter

By Jordan Kramer on Mar 7, 2018 10:00:00 AM

Are you in the market for an ad intelligence tool to enhance or improve your digital efforts? Perhaps you’re window shopping for data so that you can run more competitive campaigns. Or maybe, you want to know where you’re wasting money in your ad buys. Whatever the reason, advanced tools give you a way to see into the digital advertising landscape and bring you more success in your ad execution.
 
Here’s a look at what ad intelligence tools can and can’t do, the pieces of data your tool should provide, and how this applies to your competitive strategy.
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Incorporating Competitive Intelligence Into Your Digital Strategy

By Jordan Kramer on Feb 28, 2018 10:00:00 AM

Competitive intelligence is a crucial part of evaluating your own digital ad strategy and planning for the future. How else can you benchmark your campaigns to understand what true success means for your vertical?

Let's face it. Your competitors are already spying on your digital advertising strategy. How are you going to fight back in an ever increasing competitive space? As the world of digital continues to be complex and murky, you need tools that help you find transparency amongst the landscape.

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4 Key Features to Expect From Your Ad Intelligence Platform

By Jordan Kramer on Feb 7, 2018 10:00:00 AM

Whether it’s to build creative campaigns or spy on competitors, more and more brands are taking advantage of ad intelligence platforms to build smarter strategies. If you’re new to the market, finding a suitable platform can sometimes feel overwhelming. 

That’s where we come in. In this post, we highlight key features you should expect from your ad intelligence platform.

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Why It’s So Important For Brands to Have Data on Ad Creatives

By Jordan Kramer on Jan 31, 2018 10:00:00 AM

Ad intelligence software can tell you exactly how your competitors spend their advertising budget. But knowing what campaigns they spend their ad budgets on is equally important. 

Some ad intelligence solutions provide data on budgets and sites where brands advertise. But not a lot of them show you exactly what creatives they’re investing in.

This is a major ad intelligence blind spot. 

Brands need information on individual creatives. Without it, you miss out on opportunities to boost digital ad ROI. In fact, there are five big reasons why having data on creatives is essential in any ad intel solution.

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3 Pieces of Data Your Ad Intelligence Tool Better Provide

By Jordan Kramer on Jan 25, 2018 10:00:00 AM

Ad intelligence tools have the potential to give you data on ad spend for thousands of brands. But do you really need more data—or do you need the right data? 

We're guessing it's the second option. After all, more data isn't the problem. Advertisers and marketers are drowning in information. A full 90% of all the world's data in existence was created in the last couple years.

That's why, if you choose an ad intelligence tool, you don't want one that bombards you with as much data as possible. You want one that provides the most relevant, actionable, and profitable data possible.

In fact, there are three types of data that your ad intelligence tool must provide. If a prospective solution can't give you these insights, it's time to look elsewhere.

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Top Competitive Intelligence Tools for Spying on Your Competitors

By Jordan Kramer on Oct 12, 2017 10:00:00 AM

Having access to the best competitive intelligence tools is crucial to your success in the advertising world. Why? Because even if you don’t have this software, your competition probably does, and they’re watching your every move.

How can you even hope to stay competitive when your competition is learning from your mistakes and making more strategic decisions based on your slip-ups. How can you compete when you have nothing to benchmark your success against, while the competition is using your strategy as an example of what to do or what not to do? 

You need competitive intelligence. You just do. But it’s a big market out there with what feels like a million different options. Here are some of your options if you’re ready to jump on the bandwagon.

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P&G Isn’t The Only Brand Cutting Down Their Site List

By Jordan Kramer on Oct 3, 2017 11:00:00 AM

The “Set It and Forget It” age of digital advertising is over and now, more than ever, brands are calling for transparency with their adtech partners. Fears of brand safety with regard to ad placements showing up next to unfavorable content, paired with the relatively little control brands have over their site list when advertising programmatically, have all led to increased scrutiny within the media space.
 
Procter & Gamble vocalized their disappointment with the media supply chain last year, vowing to cut down their site list and limit partners. The brand did just that, as reported by Digiday using Pathmatics data, cutting their site list from 2K per month at the end of 2016 to only 900 as of August, 2017. P&G isn’t the only brand scaling back on sites as many other top brand advertisers are doing the same.

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Your Competition Is Spying on Your Digital Ad Strategy

By Ken Roberts on Jul 18, 2017 11:00:00 AM

It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.

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